Rulings

Our rulings are published every Wednesday and set out on the public record how, following investigation, the advertising rules apply and where we draw the line in judging whether an ad has broken the rules.
We also publish a list of companies and organisations which, following receipt of a complaint, agreed to amend or withdraw their ad without the need for a formal investigation.

A poster displayed on London Underground trains for TePe, an oral health care product company, seen on 7 April 2018 included text which stated “A TePe can get you to 100% clean … Your toothbrush only cleans up to 60% of your teeth … No wonder 94% of dental hygienists recommend them*”. Small print at the bottom of the a...

A radio ad for a claims management company, CheckMyPaydayLoan.com, broadcast on 20 September 2017. The ad featured a voice-over that stated, "Ever had a time in your life where you've been forced to rely on payday loans and then struggled to make the repayments? You could be entitled to compensation. At Check My P...

A TV and radio ad for Vauxhall:a. The TV ad, seen in September 2017, showed a couple in a car discussing the Wi-Fi password. The voice-over at the ad’s conclusion stated, “We call that one of life’s small victories and here’s another one: we’ll beat your quote from the well-known online car buyer by £1000 on part-excha...

A paid-for Facebook post, regional press ad, poster and internet display ad for Make The Air Fair:a. The paid-for Facebook post, seen in early December 2016, was headed “Make The Air Fair” and stated “Our airwaves are up for sale. BT already own too much and now they want even more. Tell Sharon White, Head of Ofcom, sh...

A series of posts on Poundland’s Twitter and Facebook page, promoting the #ElfBehavingBad campaign, seen in December 2017:a. An ad, posted on 11 December, featured an image of a toy elf and a bottle of De-Icer placed in front of a car windscreen which featured a drawing of a pair of breasts. The caption stated, “Oh Elf...

Two TV ads and a Video on Demand (VOD) promoted the men's fragrance, Paco Rabanne XS:a. The first TV ad, which was seen in July and August 2017, depicted a man walking into a bathroom. He was seen to have removed his suit jacket and became topless. Two women were then seen peering towards a light source in a dark room....

A TV ad, a radio ad and a poster for Ryanair:a. The TV ad, seen on 26 September 2017, featured images of people travelling on a Ryanair plane. The voice-over stated, "Discover why more and more people are choosing Europe's number one airline." On-screen text stated "IATA Scheduled passengers carried: 201...

A TV ad for Sky TV, broadcast on 23 September 2017, promoted the Sky Sports Premier League channel. The ad stated, "New Sky Sports is here. So now all our existing and new Sky TV customers can get our brand new channel dedicated to the Premier League, and watch all the unmissable drama from 126 live games. Upgrade...

A direct mailing for Source Ltd, which promoted the Meristem Dietary Supplement, received on 14 August 2017, described, over 18 pages, the product’s ability to “replace and renew every cell in the human body, completely rejuvenating it … effectively rejuvenate your 11 vital systems, restore your youth and recover perfe...

A poster for Tunnocks Tea Cakes, seen on 6 November 2017, showed an image of a female tennis player holding a tea cake in place of a tennis ball at the top of her thigh, with her skirt raised at the hip. Text underneath the image of the women stated “Where do you keep yours?” with text underneath the product image stat...

A TV ad for Trivago, seen on 30 July 2017, began with an actress who said, “How many hotels does Trivago compare? 1,000? 10,000? 100,000? 300,000? 500,000? 700,000? Trivago now compares prices from more than a million hotels to find the ideal hotel for the best price.”​

A direct mailing advertising a health screening service, received in June 2017, stated “You are probably very well looked after by your NHS GP when you are ill, but you may also appreciate that many serious health conditions don’t show any warning signs. Around 80% of Strokes are caused by a blockage. That's why a card...

A website, www.greenpromocode.com, which purported to offer online discounts, seen on 17 October 2017, featured the headline "Nutmeg Promo Codes 2017." Text stated "We have 3 nutmeg coupons for you to consider including 0 promo codes and 2 deals in October 2017. Grab a free nutmeg.com coupons [sic] and s...

A radio ad for banaway.co.uk, a claims management company, heard on 11 October 2017, featured dialogue between an authoritative figure and a driver: “The accused was driving recklessly”; “I’m usually a pretty careful driver”; “Turns out he had previous”; “I do a lot of miles. I picked up nine points for speeding. 51 in...

Seven magazine and national press ads, two paid-for tweets, a video on the advertiser’s Instagram page and the website for Rosemary Water:a. A magazine and national press ad, seen in April and June 2017, featured the heading “A LADY IN ACCIAROLI HAS BEEN ON ‘THE ROSEMARY DIET’ FOR 100 YEARS. TELL HER IT’S A FAD”. Furth...

A website, www.18kaweek.com , promoting an internet marketing earnings scheme, seen on 2 November 2017, stated “How To Earn $2,571 + A Day…This Internet Millionaire Wants To “Give You His Money Making Website (The SAME Website That Has Made Him A Millionaire For FREE!”…Just To Prove That His Online Money-Making System ...

An email for a travel operator, Flywhizz, dated 24 October 2017, included text at the top of the email which stated “From British Airways”. Various airlines were listed in the body of the email, including British Airways.

A TV ad for Geox SpA, a shoe retailer, seen on the Disney Junior Plus channel on 11 August 2017, featured a voice-over stating, “With the purchase of a pair of Geox, you’ll get Geox XLight”. Children were shown holding four miniature Geox shoes on keyrings which contained lights (XLights), followed by two of the device...